Amul has launched the first-of-its-kind Irish Drink Mocktail through collaboration with Almond Branding, one of India’s leading branding and design agencies, for branding, packaging design and communication.
The dairy major has been bringing the best of milk-based beverages to its consumers year after year. In its endeavour to serve best in class products, Amul intended to launch non-alcoholic Irish cream-inspired flavoured milk in convenient and trendy cans.
It entrusted Almond to create a brand around this innovative product and also develop the packaging design and communication.
R. S. Sodhi, managing director, Gujarat Cooperative Milk Marketing Federation (GCMMF) Ltd, which sells Amul, said, “Coming from the house of Amul, this Irish drink is bound to disrupt the beverage category and become the new high of 2018.”
“The Irish drink is inspired by the famous Irish coffee having its origins in Ireland, thus, making this mocktail as exciting as it could get,” he added.
Saswata Das, founder director, Almond, said, “Our decade-long association with Amul, the largest dairy brand in India, has been more of an honour. As a packaging design and communication partner, our aim was to bring to life Amul’s idea of bringing the international taste to the youth of India.”
“Amul Doodh Peeta Hai India. Literally, Amul is synonymous with milk. A milk-based beverage with an Irish cream-inspired flavour fits so well in the family of Amul. Yet its nature, being that of a mocktail, gives it an exciting youthful connects. To capture the authenticity, it was critical for us to decode the entire Irish experience so that we could bring it alive for our audience,” he added.
Almond Branding was entrusted with the task of developing the launch communication for the brand, including the point of purchase for retail as well as the social media campaign. The team at Almond also developed short interactive video posts that went live on Amul’s social media handles and helped in spreading the word.
It is worth mentioning that Almond has also developed the branding and packaging design for two of Amul’s recently-launched beverages, namely Haldi Doodh and Kadhai Doodh, which are positioned as healthy, tasty drinks for a fast-paced stressful life.
With Almond Branding having crafted the brand design for all these beverage launches, Amul is all set for the upcoming summers.